Performance Focus As NI Car Sales Fall

Despite a fall in demand for cars on Northern Ireland's roads, there is still a market for both performance cars - and those that offer economy.

Ford cars topped the poll in NI as Road and Rail Transport Statistics were published this week - containing data for January to March - recording 24,370 new and used cars being registered for the first time during the quarter, with new cars accounting for around two-thirds (68%) of the total.

However, the number of cars registered for the first time during January to March 2011 has decreased by 12% compared to the corresponding quarter last year.

This is also the third consecutive quarter to show a decrease in the number of cars registered for the first time - when compared to the corresponding time period in the previous year.

Despite the 'blip', a top rally 'brand' has been showing off its vehicles locally this week, and while aware that numbers of new and used cars being registered in Northern Ireland are down, Subaru is looking ahead positively.

It has focused on different models - over and above past successes with the image of the Impreza - a car said to command extreme brand loyalty.

But, the car Japanese manufacturer is realistic and said that above market average increase in sales in 2010 are unlikely to be repeated in 2011.

A senior Subaru spokesman said that, due in part to the earthquake in Japan they are realistic that they will not achieve the same this year, but maintain committed to their five-year plan and have two new models for release early next year, as well as underlining their Boxer engine design and an increased emphasis on both CO2 emissions and on fuel consumption as new cars are developed.

Undeterred, Paul Tunnicliffe, Managing Director of Subaru UK, told motoring journalists that the brand achieved significant recognition in Northern Ireland.

"If you were to ask NI people who are Subaru, nine out of 10 people would say a blue Impreza rally car with gold wheels with a huge spoiler," he said, but insisted that Subaru is now focusing on their other brands, while maintaining their distinctive Boxer engine technology of the rally-designed car.

Ford Is Tops

His comments came just days before the statistical publication was produced by the Central Statistics and Research Branch (CSRB) of the Department for Regional Development offering information on vehicle registrations, use of public transport, deliveries of petrol and diesel for use in Northern Ireland and driver and vehicle tests.

It said that Ford was the most popular make of new car, accounting for 11% (1,902) of all new cars registered.

The second and third most popular makes of new car were Vauxhall (1,735) and Volkswagen (1,460) respectively.

However, the Subaru executive knows the market and prefers to look at quality rather than quantity and said: "This year had already seen a complete revision of Subaru Impreza WRX STI - which has been a byword for exceptional real-world driving performance.

"The new 2011 model incorporates a wide range of developments which maintain the continual evolution of this iconic vehicle," he said.

Speaking in Ballymena and referring to its rally pedigree, the senior executive said the 2011 model is the quickest-ever incarnation of the standard WRX STI across country with the new four-door saloon model joining the five-door hatchback to deliver 0-62mph in 5.2 seconds, and a top speed of 158mph.

However, in a break with tradition he revealed: "So synonymous are those six letters 'WRX STI' with 'automotive exhilaration', that for this latest 2011 generation, the Impreza has been dropped and the new car is known simply as the Subaru WRX STI.

He also said that as well as the proposed new models for 2012, the current models - such as Legacy estate offers the same kind of quality as the others but with higher fuel returns than in their rally-style car and better CO2 figures.

"Subaru is no longer just performance cars," he said.

On The Buses

In other news from the NI statistics, it emerged that of the 679 heavy goods vehicles registered for the first time in Northern Ireland during the quarter, around three quarters (72%) were previously used vehicles - so only a quarter had been bought new - another blow for the beleaguered motor manufacturing industry.

On public transport, there was a weekly average of 1.34 million public bus passenger journeys made during the quarter, a decrease of 1% from 1.36 million in the corresponding quarter last year.

During the same time period, weekly average bus passenger receipts increased by 1% to £2.36 million from £2.33 million.

The weekly average rail passenger journeys in January to March 2011 have increased by 5% to 0.20 million from 0.19 million compared to the corresponding quarter of 2010. During the same time period, weekly average rail passenger receipts increased by 9% to £0.60 million from £0.55 million.

Meanwhile, over the period April 2010 to March 2011, the pass rate for car 'L' driver tests was 57% for males and 46% for females in Northern Ireland, compared to 50% for males and 43% for females in Great Britain.

(BMcC)